The Monkeys: Telstra talks to its youth market in their language – music and dance

July 1, 2018

Every telco wants to connect with the youth market. When you’re an “establishment brand” like Telstra, you have to work even harder to compete. That begins by doing something that’s different in a category where so much has already been done.

The Monkeys has called on the lure of music and dance culture in its new campaign, Together, it’s magic.

At the centre of the campaign promise is connectivity, another youth priority. At the centre of the creative is Triple J Unearthed artist, Thelma Plum. Pulling the two together is a dash of fantasy and a soupcon of dance.

The film, which was directed by Joel Kefali of Goodoil Films, features Plum and a rendition of her new track, Clair de Lune, which has been released to coincide with the launch of the campaign.

The Monkeys co-founder and creative director, Justin Drape, commented, “It has been a fun ride bringing this campaign to life. We’re thrilled to be able to work with Thelma – she has a captivating way of demonstrating the magic that’s possible when technology and the country’s best mobile network come together.”